POWER LIST 2017: Russell Allmand, Managing Director, DSL Mobility

In an industry where reputation among customers and OTs is considered paramount to success, Russell Allmand has near perfected a model where consumers are treated in a way that keeps them coming back for more and health professionals are only more than happy to provide referrals.

DSL boasts a 6,000 square foot Wrexham showroom and a turnover of around £2m, with sales growth exclusively organic.

Russell’s focus on harvesting a loyal customer base within the local area rather than chasing a national empire has led to positive results for the company in the last few years.

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The retail chief, an expert in specialist seating, has based his strategy on investing time and money in staff and ensuring that growth does not come at the expense of customer service.

This approach to business has seen DSL Mobility weather the changing retail landscape and withstand competition from national chains moving into the area in search of revenue.

Although Russell has decided against opening new outlets, for the time being, he is nonetheless committed to increasing the size of the business through ongoing sales growth. Russell’s model goes to show that success in mobility retail can come in forms other than the number of shops.